1. Presented by:
Esha Shah
Jason Rawlins
Jennifer (Seok Hwa) Hong
Susan Stawicki

2. 7/17/2013 2
Agenda
 CASIO: A Brand In Fatigue
 The Branding Objective
 Brand Revitalization

3. 7/17/2013 3
CASIO’s current brand portfolio includes a wide assortment of
products from Calculators to Watches, Cameras to Synthesizers
Consumer Products:
Watches
Digital cameras
Digital keyboards & pianos
Synthesizers
Calculators
Electronic dictionaries
Cell phones
Business-to-Business Products:
Label printers
Portable projectors
Mobile scanners
Cash registers

4. 7/17/2013 4
Some CASIO products are marketed under the parent
brand, while others have coined and descriptive brand
names targeting specific segments
Consumer
Products
Watch
Men Women
CASIO
Sport
Musical
Instrumen
t
Camera
Mobile
Devices
Digital
Dictionaries
Calculator
B2B
Label
Printers
Projectors
Cash
Registers
Handheld
Terminals

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Communications to consumers are product-focused;
there is no unified brand message
Promotional approaches greatly vary by product and customer segment
CASIO caters to specific needs of various local markets

6. 7/17/2013 6
CASIO is not on the leading edge of the markets it serves; trends
of increasing convergence/specialization in consumer
electronics products further stymie brand performance
• With the increasing sophistication of mobile
technologies, the demand for calculators,
single function compact digital cameras
and time pieces will continue to decrease
• At the same time, consumers are becoming
more savvy about product offerings and
increasingly demand more specialized
products (DSLRs and micro four thirds)

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CASIO is an undifferentiated, fatigued brand
that is rapidly deteriorating

8. 7/17/2013 8
Most of CASIO’s current visual world does not connect
with consumers on an emotional level and lacks energy
mass market | staid | unfocused | ubiquitous

9. 7/17/2013 9
Our objectives are to create a branding concept that will:
- Elevate, differentiate and create excitement about the
CASIO brand
- Leverage CASIO’s more innovative products and premium
sub-brands
- Create an ideal brand architecture for CASIO and its
premium sub-brands

10. 7/17/2013 10
Concept store in London is a step in the right direction
Goal of concept store is to reset the retail experience and tone
for CASIO's premium sub-brands

11. 7/17/2013 11
We plan to revitalize the CASIO corporate brand
by infusing it with the current G-Shock brand image

12. 7/17/2013 12

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Revitalize CASIO’s previous brand image by adding
color, energy, and style to capture brand’s new vision
and personality, yet keeping it recognizable by
maintaining its signature font

14. G-Shock’s existing exciting, colorful brand image is
a strong foundation for CASIO’s repositioning
adventurous | rhythmic | dynamic | irreverent
7/17/2013 14

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Brand Vision
In the next five years to evolve from a mass-market
consumer electronics manufacturer to a global provider
of dynamic, stylish and rugged products that enable
active consumers to live the life they want to the fullest.

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Brand Positioning
To the consumer who desires innovative electronic
products with style and functionality, CASIO offers
trendsetting and durable electronic solutions that allow
you to capture, create, and color your life.

17. 7/17/2013 17
Concept Store 2.0:
G-Shock, Cameras, Musical Instruments, and Cell Phones

18. 7/17/2013 18
Expand concept store idea into formats appropriate
for various markets globally
 Launch concept stores in other major cities
 Incorporate concept kiosks into retail outlets in smaller cities
 Sponsor “pop-up” concept kiosks at key sporting, music, and other
entertainment events

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360 CASIO Experience
G-Shock GzOne Handheld Terminals Point of Sale
Baby-G Privia Slim Series EXLIM

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Taglines for the New CASIO

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COLOR YOUR LIFE

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CAPTURE YOUR LIFE

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CREATE YOUR LIFE

24. CAPTURE
7/17/2013 24
COLORCREATE YOUR LIFE

25. 7/17/2013 25
FOR LIFE